Pratiwi, Visi Ari (2025) PENGARUH BRAND IMAGE, BRAND TRUST, BRAND AWARENESS TERHADAP PURCHASE INTENTION (Studi Pada Pengguna Provider Kartu By.U Generasi Z di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the influence of Brand Image, Brand Trust, and Brand Awareness on Purchase Intention among Generation Z users of the By.U provider in Surabaya. The research method used in this study is quantitative with an associative research type. The required sample size is 200 Generation Z users of the By.U provider in Surabaya, with data collected through questionnaire distribution and literature study. Data processing is carried out using SPSS Version 30. The sampling technique used is purposive sampling, and the data analysis method is multiple linear regression analysis. The results show that these three variables simultaneously have a significant influence on the Purchase Intention of By.U Provider users from Generation Z in Surabaya. In the partial analysis, Brand Image and Brand Awareness have a positive and significant effect, whereas Brand Trust does not have a significant impact on the Purchase Intention of By.U Provider users from Generation Z in Surabaya. This study is expected to provide both theoretical and practical benefits regarding the relationship between these variables in the company’s marketing strategy. Keywords: Brand Image, Brand Trust, Brand Awareness, Purchase Intention, Generation Z, By.U
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Visi Ari Pratiwi | ||||||||
| Date Deposited: | 15 May 2025 06:10 | ||||||||
| Last Modified: | 15 May 2025 06:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36248 |
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